Confessions of a Jaffe groupy

Thank's Tom De Bruyne for calling me a Jaffy groupy :). I don't really consider myself a die-hard fan but last weekend in Gent at the "Stichting Marketing", Joseph delivered a great keynote speech. And it was not a simple re-hash of previous speeches. Of course a number of theme's come back all the time, but that's only logical. So I gladly accept to be called a Jaffe groupy today.

And for the many people who have trouble understanding Joseph's South African accent combined with all the marketing newspeak, here is a small "Jaffe lingo for dummies":- Second Life:An online virtual world in which Joseph Jaffe started his agency called Crayon.- Crayon: "Wascos"(in dutch), what kids use to color drawings.- Crayola: The N°1 brand in for crayons in the US.- Top of page: Showing up at the top of page of search results e.g. in Google- Being above the fold: Same as of page, but high enough to be seen on a screen without having to scroll down. Refers to the fold of a letter you take out of an envelope.- The funnel of trust: The long term process of winning consumer's trust- The Tipping Point: Famous book by Malcom Gladwell who later wrote "Blink". The tipping point is the point at which things start spreading like a virus.- The Wisdom of Crowds: another must-read book by James Surowiecki about how many people together are more intelligent then individuels.- Web 2.0: Much disputed term for a number of new things happing online, ranging from technical gimmicks (e.g. Ajax) to the web as a catalyst for communities.- Net Promotor Score: Another book to add to your library: The Ultimate Question. Jaffe explains the idea of net promotor score during his speech.- Organicaly promoting a brand: Natural word of mouth, not induced by an award-mechanisme.- Silent salesmen/women: People who organically promote your brand- A million of my closest strangers: Today on the web people have very easy access to like-minded people, e.g. through a blog you can reach and influence many people without really knowing them.- Lurker mode: Lurking means you read or listen in on a conversation (e.g. read blogs, listen to podcasts, etc.) without contributing yourself.- Walk my talk: Not only talk about something but also do it in practice.- Podshow: One of the leading "new media companies" mainly active in podcasting.- Adam Curry: MTV VJ in the eighties, internet entrepreneur in the nineties and now considered the 'inventor' of podcasting ("The Podfather"). He's also the man behindshow together with Ron Bloom.- Ron Bloom: Adam Curry's partner in crime at Podshow.- Involvement and not interactivity: Take interactivity one step further, foreget about how many times people click, but consider what they are thinking when they click (or don't click).- Tony Robbins: A well known motivational speaker.- Comcast: A US Telco operator similar to Telenet in Belgium.- VOD system: Video On Demand system- Frappr: Cool website where you can stick yourself on a world map, try it out on this blog's Frappr map in the right column.- A different ball of wax: Something completely different, similar to "A different ballgame".- Mashup: A mix of different elements thus creating something new, can be a mashup of music, but also a mashup of internet services (e.g. a mashup of Google Maps and a list of houses for sales). Internet technology is ideally fit for creating online service mashups.